Nation Branding and Sports Diplomacy : Country Image Games in Times of Change

This book critically discusses the role of sports in nation branding and public diplomacy during the years 2020 and 2022, as the world was going through a global pandemic and health, economic, social, and political crises. The book argues that the use of sports for nation branding and public diplomacy goals is not new, but the changes the world went through required nations, places, communities, and individuals to modify and adapt the ways they use sports for country image purposes. After discussing global changes, the book outlines the theoretical frameworks of nation branding and public diplomacy, and discusses their manifestations through the evolution of the FIFA World Cup, the postponed Tokyo 2020 Olympic Games, the role of Title IX in American sports, the European Super League, the Oregon22 World Athletics Championships, the emergence of sport-tech diplomacy, and though the role of sports and the global order in an ever-changing world. Preface Acknowledgments Contents About the Author List of Tables Chapter 1: Nation Branding and Sports Diplomacy in Times of Change Introduction A Different World Global Sports and the Pandemic Beyond the Pandemic Book Structure Professional and Academic Contribution References Chapter 2: Theoretical and Conceptual Frameworks of Nation Branding and Sports Diplomacy Introduction Contested Definitions Public Diplomacy Nation Branding National Identity Soft Power, Cultural Diplomacy, and Sports Colonization and Globalization Sports Diplomacy and Ethical Concerns Conclusion References Chapter 3: Country Image, Nation Branding, and the FIFA World Cup (1930–2022) Introduction The FIFA World Cup, Nation Branding, and Country Image Public Diplomacy National Identity Commercialization and Globalization Nation Branding and Sportswashing Future Challenges and Opportunities References Chapter 4: Nation Branding, Tokyo 2020, and the New Era of the Olympic Movement Introduction Previous Eras of Nation Branding and the Olympic Movement A Survival-Oriented Era A Questionable Legacy Era An American-Influenced but Democracy-Limited Era A Post-Woke of Athletes-to-People Diplomacy Era A Global Geopolitical Era A Digital-Cultural Era An Era of Global Challenges and Backlash Conclusion References Chapter 5: American Sports Diplomacy Amid the 50 Years Anniversary of Title IX Introduction Nation Branding, Country Image, and Brand America Lesson 1: Title IX Adds to America’s Identity as “Land of Opportunity” Lesson 2: Title IX Is America’s Sustainable Competitive Advantage Lesson 3: Title IX Is an Ongoing Revolutionary Process Lesson 4: Title IX Is a Tool for US Foreign Policy Lesson 5: Title IX Covers Up American Hypocrisy Lesson Six: Title IX Fosters Globalization Conclusion References Chapter 6: The European Super League as a Nation Branding Geopolitical Battlefield Introduction Nation Branding and Club Football Nation Branding and the European Super League England Spain Italy Germany and France Foreign Ownership Non-State Actors The Aftermath References Chapter 7: Nation Branding, Public Diplomacy, and the Dirty Business of Sportswashing Introduction What Is Sportswashing? China Russia Gulf Cooperation Council Countries Other Manifestations What About Western Democracies? Conclusion References Chapter 8: From “TrackTown USA” to Oregon22 World Athletics Championships Introduction City Branding and Sports Place Branding and Oregon Place Branding and Track and Field in America Place Branding, TrackTown USA, and the Oregon22 World Athletics Championships Local Regional National International Global Conclusion References Chapter 9: Sport-Tech Diplomacy Introduction What Is Sport-Tech Diplomacy? An Authentic Narrative of Innovation A History of Innovation in Sports A Diverse Sport-Tech Ecosystem Galvanizing State and Non-State Actors Around Sport-Tech Diplomacy Conclusion References Chapter 10: Sports, Country Image, and the Global Order in an Ever-Changing World Introduction Sustainability and the Environment Social Justice Economic Vulnerabilities Geopolitics Technology and Innovation Conclusion References Index